MillerCoors Debuts A Bourbon-Flavored Beer That It Wants You To Drink From A Whiskey Glass

MillerCoors is targeting whiskey lovers with a new
bourbon-flavored beer called Miller Fortune.

The golden lager "will be distributed wider and faster than
any MillerCoors’ introduction since the Molson Coors Brewing Co.
and SABMiller joint venture formed in 2008," Bloomberg
reports.

Miller Fortune will be packaged in jet-black, angular bottles
meant to "evoke a guy in a tapered, athletic-cut suit,"
Bloomberg's Duane Stanford writes. In order to
set it apart from other beers, the company
is asking
bartenders to serve the drink in cocktail glasses.

The new brew has an alcohol content of 6.9%, which is higher than
most MillerCoors beers (a Coors Lite has 5.9% alcohol content)
but far less than the alcohol content of bourbon, which is
typically higher than 40%.

In making the new drink, MillerCoors sought inspiration from Jack
Daniels and Maker's Mark.

"We asked, 'How would Jack Daniels or Maker’s Mark do a beer and
why?'" David Kroll, MillerCoors' head of innovation, told
Bloomberg. "We tortured every aspect to say, 'Are we falling back
on what beer would do?' Because this brand is intended to play in
a spirits occasion."